Traditions of America

Traditions of America Branding

The Situation

A leader in 55+ active lifestyle communities, Traditions of America was ready to undergo a rebranding process to develop a logo that would better resonate with its target market.

While their original logo had served them well since the company’s formation, they understood that today’s buyers have different values, goals and experiences than they did in 1997 when the company was founded.

The Strategy

Preparing for the Baby Boomer market called for more than great product and a lock-n-leave lifestyle; it called for a brand that conveys the company's values and represents its many communities in a clean and contemporary way.

The Solution

Traditions of America is recognized nationally for its open floor plans, low-maintenance resort lifestyle and innovative programs developed to address their customers’ needs and overcome purchasing objections.

Looking at these unique attributes of Traditions of America’s homes, programs and communities, Creating Results developed a Communication Strategy that drove the design of a new logo and tagline.

The Design

The new logo reflects the comfortable, active lifestyle available to residents at TOA's communities. Built on a red, white and blue theme, the logo features a star-and-stripes icon that looks hand-drawn, evoking a feeling of craftsmanship and quality—features that are appealing to Baby Boomers.

To create contrast in the logo between the loosely rendered curved icon and the text, the word TRADITIONS was set in all caps using a classic serif font to convey strength. Also set in caps, “of America” is smaller in a contrasting sans serif font to prevent the text block from being too static. The elements are carefully balanced to be easily readable, recognizable and iconic.

A “Live Better” tagline was added to the logo to help it speak directly to the target market’s aspirations. Residents can "Live Better" at Traditions of America with single-level living, no yard work and a full spectrum of resort-style amenities and opportunities to relax, stay fit and have fun.

Detailed brand guidelines were developed to ensure the new branding elements are used consistently across all of the company's divisions and communities.

The Results

The current Traditions of America brand is as smart and contemporary as the Baby Boomers who are their target market.

They say change is never easy, but the reaction to Traditions of America’s new brand was immediate: customers, sales staff, residents, employees and influencers all gave it positive feedback and quickly embraced it.

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